cbs, nbc and abc had a basic strangle hold on prime time, australian media magnet rupert murdoch used his movie studio 21st century fox as a launching pad for his network. the first show was late night with joan rivers. other shows didn't draw well either, and then fox executives lost rivers' replacement in a contract dispute. many assumed murdoch would take up his signs and leave. >> nothing was working at all. not even married with children. i told him he could lose millions before he would turn the corner, he said if that's what it would take, that's what it would take. >> reporter: they knew he had the money. the question was, murdoch's perseverance and his taste. he has perpetually ridiculed for his headlines and bare boosms. for example married with children makes many people gag, but it has allowed fox to stretch from the two nights to six and soon to be seven. >> i will defend anything if it's funny enough, i must say. i think that's the real test. people have been watching let's say 60 minutes for 20 years and very satisfied with it. it's a magnificent show. they're not going